Professional Documents
Culture Documents
Management
A European Perspective
Global Segmentation,
Targeting and Positioning
Warren J. Keegan
Bodo B. Schlegelmilch
Overview
Global Market Segmentation
criteria: geographic, demographic, psychographic,
behaviour, and benefit segmentation
Global Targeting
Selecting a Global Target Market Strategy
Global Product Positioning
High-Tech or High-Touch Positioning
Summary
Keegan/Schlegelmilch Chapter 7 / 2
Global Marketing Management: A European Perspective
Learning Objectives
To understand the objectives and usefulness of
global market segmentation
To know the approaches to global market
segmentation using different segmentation criteria to
define target groups
To learn different ways of positioning products in
global markets
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Global Marketing Management: A European Perspective
Global Market Segmentation
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Global Marketing Management: A European Perspective
Criteria for
Global Market Segmentation
Geographic segmentation
geographic subsets
Demographic segmentation
eg age, gender, income, occupation
Psychographic segmentation
Behaviour segmentation
Benefit segmentation
Keegan/Schlegelmilch Chapter 7 / 5
Global Marketing Management: A European Perspective
Psychographic Segmentation
Keegan/Schlegelmilch Chapter 7 / 6
Global Marketing Management: A European Perspective
Psychographic Profiles of
Porsche’s American Customers
Category % of all owners Description
Top Guns 27% Driven and ambitious; care about power and control;
expect to be noticed
Old money; a car—even an expensive one—is just a car,
Elitists 24% not an extension of one’s personality
Ownership is what counts; a car is a trophy,
Proud Patrons 23%
a reward for working hard; being noticed doesn’t matter
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Global Marketing Management: A European Perspective
Backer Spielvogel & Bates’
Global Scan (BSB Global Scan )
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Global Marketing Management: A European Perspective
The Target Groups of
BSB’s Global Scan
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Global Marketing Management: A European Perspective
D’arcy Massius Benton & Bowles’
Euroconsumer Study
Source: adapted from Josef Mazanec, “Exporting Eurostyles to the USA,” International Journal of
Contemporary Hospitality Management, 5,4 (1993): p.4
Keegan/Schlegelmilch Chapter 7 / 11
Global Marketing Management: A European Perspective
Behaviour and Benefit
Segmentation
Behaviour segmentation
Focus on whether and how much people buy or use a product;
eg usage rates: heavy , medium, and light users, and nonusers
eg user status: potential users, nonusers, ex-users, regulars, first
timers, and users of competitors’ products
Benefit segmentation
Today, consumers basic needs are fulfilled. Therefore, consumers
seek additional value from purchase decisions;
eg cars: in addition to movement buyers seek personal safety,
image, superior engine power (speed) etc.
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Global Marketing Management: A European Perspective
Global Targeting
Keegan/Schlegelmilch Chapter 7 / 13
Global Marketing Management: A European Perspective
Criteria for Targeting
As in single-country targeting, the most important
criteria are:
Current size of the segment and anticipated
growth potential
Competitive intensity and potential competition
Compatibility with the company’s overall
objectives and the feasibility of successfully
reaching a designated target
Keegan/Schlegelmilch Chapter 7 / 14
Global Marketing Management: A European Perspective
Selecting a
Global Target Market Strategy
standardised global marketing
i.e. mass marketing, the same marketing mix for a
broad market of potential buyers; e.g. Revlon
concentrated global marketing
targeted at a single segment of the global market, e.g.
Winterhalter (German dishwashers for hotels)
differentiated global marketing
2 or more different segments; e.g. VW (cars for various
target groups: Porsche, Skoda, VW Golf etc.)
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Global Marketing Management: A European Perspective
Global Product Positioning
is the location of a product in the mind of the
consumer
is partly controlled by the marketer (marketing
mix) and partly not!
is visualised by a “positioning map”
2 dimensions
or multidimensional (MDS)
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Global Marketing Management: A European Perspective
Positioning Map of American Fast-Food-
Restaurants in the Mind of Consumers
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Global Marketing Management: A European Perspective
High-Tech Positioning
Positioning stragtegy for products which are
purchased on concrete product features; buyers
typically already possess or wish to acquire
considerable technical information
Suitable for
technical products, such as computers or chemicals,
special-interest products, such as sporting goods,
products that can be demonstrated easily.; eg polaroid
cameras
Keegan/Schlegelmilch Chapter 7 / 18
Global Marketing Management: A European Perspective
High-Touch Positioning
Keegan/Schlegelmilch Chapter 7 / 19
Global Marketing Management: A European Perspective
Summary
Before a company expands to foreign markets it must
analyse the global environment.
Global market segmentation aims at identifying
similarities and differences of potential customers.
Global targeting: The market segments are evaluated
and compared and an appropriate targeting strategy is
developed.
To reach the targeted market segment(s) a positioning
strategy must be chosen; in a global context high-tech
or high-touch positioning are promising.
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Global Marketing Management: A European Perspective